Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.

The most powerful concept in marketing is owning a word in the prospects mind.

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.

What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.

It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place